renaming and building a brand... the new river valley experience
TRANSCRIPT
How did we get there?
• Commitment from Board (SERDI Assessment)
• Name Change Recommendation
• ARC Peer Exchange with Land of Sky in Asheville
• Firm who knows our business (Allison Development Group)
• Excellent process
Brand Development Process
1. Strategic Marketing & Branding Boot Camp • Brand Audit & Market Research • Surveys
2. Branding and Design Work • Logo Options, tag lines
3. Comprehensive Communication Plan • Summary Brand Audit • Communications Strategy • Communications Tools
Brand Development Process
4. Brand Collateral • Business cards, letterhead, envelopes, note cards (Identity
Package) • Rack cards or brochures (community collateral) • Signage for office • E-mail newsletter template • E-mail signature • Annual Report Format • One-pager Annual Update Format
5. Website
Brand Collateral
Shopping Bags (Dinner attendees + Partners)
Stadium Cups (Dinner attendees + Partners)
Folios (Board + Local Gov’t Managers + Planners)
Water Bottles (Staff)
Clothing (staff)
Wine (Gifts)
Pop-up Banners (registration + front of room)
Table Covers (registration)